Vliv influencer marketingu sportovní značky Gymbeam na generaci Z

This thesis examines which elements of influencer marketing are perceived by members of Generation Z as trustworthy and motivating for purchasing decisions, using the sports brand GymBeam as a model example. The theoretical part covers topics such as online marketing, social networks, influencer marketing, the specifics of Generation Z, and an introduction to GymBeam. The practical part uses qualitative research in the form of semi-structured interviews with members of Generation Z and analyzes their attitudes, motivations, and experiences with influencer marketing. The research focuses on factors like credibility, authenticity, perception of discount codes, or the impact of influencers' reach and the role of added value of content in promotional communication. The results provide practical recommendations for the GymBeam brand, other brands, and creators, and can serve as a basis for the creation of effective marketing strategies aimed at young consumers.